Green "Licensing": Research Finds Those Who Are "Eco" Tend To Feel More Entitled To Go Asshole On The Rest Of Us
A few tweets by @Kaus_Mickey and another guy reminded me of this concept I heard presented in a talk at NEEPS, the NorthEast Evolutionary Psychology Society Conference. It's called "green licensing," and describes, as Emily Anthes puts it in a 2010 Sci Am piece, how "purchasing a green product could make you more likely to behave more selfishly down the road":
Researchers at the University of Toronto asked college students to shop for products online from either an eco-friendly or a conventional store. Then, in a classic experiment known as the dictator game, subjects were asked to divide a small sum of money between themselves and a stranger. Those who shopped at the green store shared, on average, less of their money.The investigators believe that a "licensing effect" might be at work. "When we engage in a good deed, that gives us a kind of satisfaction," says Nina Mazar, professor of marketing and a co-author of the paper. With that self-satisfied feeling can come tacit permission to behave more selfishly next time we have the opportunity, Mazar says. Previous research has documented this licensing effect in other contexts; a study published last year revealed that asking people to ruminate on their humanitarian qualities actually reduced their charitable giving.
You can see this thing in action at various Whole Foods Stores, where the employees are really nice but the customers often seem to be The Biggest Assholes In The Whole World.








You're far too generous. Populist environmentalists, especially the global warming kind, never talk except in terms of taking control of other people's lives through policy. There's never any discussion about persuasion or mediating factors or further learning or anything but command and control.
Lomborg convincingly argues that for the time being, global warming has been a net benefit to humanity. Much later in the century, it will be a net harm. But for now, anyone seriously concerned with people or our carbon cousins in the animal kingdom has better things to worry about than global warming.
Those most heartbroken to hear this had imagined themselves chairing some sort of enforcement commission...
Crid at March 25, 2014 3:25 AM
Suggesting that someone, even oneself is "better" for shopping at Whole Foods is certainly ludicrous. It's not even remotely justified, considering that Publix, in the Southeast, cells more organic produce than Whole Foods ever thought of moving.
Radwaste at March 25, 2014 5:40 AM
But shopping at Publix isn't hip.
Amy Alkon at March 25, 2014 5:51 AM
South Park did an episode on this phenomenon (Smug Alert) 5 years ago.
Chris at March 25, 2014 6:11 AM
Well, correlation doesn't equal causation, though. Maybe doing something "green" causes to you feel justified in being a selfish asshole, but maybe selfish assholes are more likely to do "green" stuff in the first place. How did they control for the study? What were the group sizes? I have too many questions.
RKW at March 25, 2014 6:36 AM
It all goes to my contention that leftism (not liberalism, leftism; there's a difference) is simply narcissism cast into the form of politics.
"Those most heartbroken to hear this had imagined themselves chairing some sort of enforcement commission..."
Yep. That or making billions of dollars off of government-created green markets, as Al Gore did.
Cousin Dave at March 25, 2014 6:47 AM
Chris,
When I saw the headline I immediately thought of South Park. They were eight years ahead of the times.
http://www.southparkstudios.com/full-episodes/s10e02-smug-alert
JFP at March 25, 2014 7:05 AM
America’s Angriest Store: How Whole Foods Attracts Complete Shitheads.
https://medium.com/race-class/d778c31aa9be
Amy Alkon at March 25, 2014 8:11 AM
Funny you mention Whole Foods. It's impossible to work at Whole Foods and not come to the conclusion that progressive socially conscious people are generally self centered assholes.
milo at March 25, 2014 9:06 AM
Interesting, I really don't like Whole Foods, but go there a couple times a month for certain items. But all the folks, customers and employees alike, seem fine. Perhaps because my neighborhood is just Not Cool, and all the cool/angry people are shopping in the cool part of town?
Micki at March 25, 2014 10:05 AM
"...entitled to Go Asshole on the rest of us."
A fine turn of phrase to capture the essence of progressivist presumption.
I like how it dispenses with the pretense of doing it "for the children", and the likes of "for your safety and ours" (a euphemism employed by SWAT terror squads).
The license to wreak havoc while being richly rewarded may be the Obama Era's enduring cultural legacy, and a milestone in the now baked-in decline and fall of the American Republic.
Aside: I'm reminded of how someone once summarized the arrogance of a group of German tourists riding BMWs: "We are on motorcycles, so we can treat you like shit".
Lastango at March 25, 2014 1:35 PM
You can say the same about just about any single-issue zealot, on either side of politics. Or religion, for that matter.
Bazza at March 25, 2014 5:30 PM
"or making billions of dollars off of government-created green markets, as Al Gore did."
Goddamned capitalist bastard. I hate him so much.
Gog_Magog_Carpet_Reclaimers at March 25, 2014 6:01 PM
Gog, real capitalists don't need government to grease the skids first.
Crid [CridComment at Gmail] at March 25, 2014 6:58 PM
The Prius isn't called the Pious for nothing ;-)
crella at March 25, 2014 7:13 PM
Interesting, I wonder how it compares to other good deeds and charitable giving.
NicoleK at March 25, 2014 11:54 PM
Nicole, I don't know about that, but I do know there's a huge cultural emphasis on trying to gain moral brownie points through trivial actions. "I forwarded an email / shared a Facebook post? Damn, I'm a saint!" To my mind, a lot of this started with Live Aid, where people were encouraged to believe that they were Saving The Planet by watching a free concert. Yes, you were supposed to be encouraged to donate money, but how many did? And then we had Live 8, which abandoned even the pretense of fundraising.
Cousin Dave at March 26, 2014 7:44 AM
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